EISTA Conference Presentation 2008
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EISTA Conference Presentation 2008 EISTA Conference Presentation 2008 Presentation Transcript

  • Using Technology & Multi-Media to Market Applied Online Graduate Programs EISTA June 29, 2008 Dr. Greg Williams
  • Dr. Greg Williams
    • Director & Clinical Assistant Professor
    • Univ. of Maryland
    • [email_address]
    • www.gregwilliams.net
  • Agenda & Overview View slide
  • Your Expectations? View slide
  • Case Study Facts
    • Univ. Maryland, Baltimore County
    • Instructional Design grad program
    • Enrollment declining
    • One year to improve
    • Staff of one
  • Program Enrollment FY 2004 – 771 Credit Hours FY 2008 – 1239 Credit Hours 2004 – 2008 increase of 60%
  • Today’s Consumer
    • Search when they need to
    • They are in control
    • Little time to spend
    • Fast paced lifestyle
    • Search using tools they know
    • Think like “adult learners”
  • Marketing Shift
  • Marketing Shift
    • Mass media to customized
    • Control from advertisers to consumers
    • Sketchy results to measurable results
    • Limited Internet access to widespread
    • Few media tools to many tools
    • Traditional ads to Internet
  • Typical Marketing Approach (graduate program)
    • Stale ideas (e.g. open house)
    • Mostly advertising
    • Program & services not evaluated
    • Ineffective inquiry mgt & follow-up
    • Passive use of technology
    • Little engagement of enquirers
  • Integrated Marketing
    • Opposite of university approach
    • Not just advertising
    • Comprehensive approach
    • Goal “to make selling superfluous”
  • Integrated Approach
    • Needs assessment
    • Marketing research
    • Product development
    • Pricing
    • Distribution
    • Selling
    • Advertising
    • Public relations
  • Position Statement
    • Why are you unique?
    • Program and services
    • Problem you are solving?
    • What do you offer that other’s don’t?
    • Why should people associate with you?
  • Analysis Results
    • Need for program
    • Student & alumni profile
    • Program quality good
    • Students, alums, employers liked program
    • Some new courses needed
    • Program updates needed
  • Analysis Results (cont’d)
    • Pricing was acceptable
    • Opportunity to go online
    • Poor sales function & inquiry mgt.
    • Traditional ads, little tracking
    • PR was at university level, not program
  • What Didn’t Work in Past
    • Website & Open house
    • Focus on single ads
    • Ineffective follow-up
    • No champion
  • We’re Having Cookies!
  • Focus on Content Customer Needs
    • What do they want & when
    • How do they look for it
    • Is your content meaningful?
    • Is your message reinforced?
  • What Did Our Customers Want?
    • Career info
    • Professional development info
    • Answers to their job situation
    • How will program help me?
    • Career counseling
  • My Approach
    • Integrated marketing
    • Technology as communication
    • & marketing tool
    • Build relationships
    • Interactive communication
    • Meaningful content
    • Career content & services
  • Action Plan
    • Biggest impact on enrollment?
    • Our position statement
    • Focus on career
    • Use technology to help
    • Short-tem vs. long term
  • No Silver Bullet
  • Technology Not a Universal Solution
    • Define need first
    • Identify possible tools
    • Evaluate, ease of use, cost
    • Then select appropriate tool
  • Marketing & Technology
    • Needs assessment – online surveys
    • Marketing research – online research
    • Product (program) – instructional technology
    • Distribution – started online option
    • Selling – Greg’s role
    • Advertising – Google Adwords, etc
    • Public relations – YouTube, iTunes Univ.
  • Program Improvements
    • New courses
    • Course names & descriptions
    • Applied learning format
    • Improve instructional technology
  • Service Improvements
    • Admission & registration
    • Career services
    • Online services, library
    • Response time
  • Inquiry Management
    • Methods of inquiry
    • Greg’s role
    • System we inherited
    • How it was used in past
    • New approach
  • Communication Plan
    • Current students
    • Program alumni
    • Internal audience
    • Employers
    • Professional Associations
  • Technology Tools
    • Searchable content
    • Google Adwords
    • Website
    • YouTube
    • iTunes university
  •  
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  • Google AdWords
    • What is it?
    • Key word search
    • Google search – biggest inquiry source method
    • Reporting function
  • Google AdWords Benefits
    • Familiar technology
    • Searchable content
    • Scalable, control costs
    • measurable & immediate results
    • Integrate with other marketing
  •  
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  • Apple’s iTunes University
    • What is it?
    • Familiar technology
    • Searchable content
    • How we use it
    • Reinforces message
    • Free
  •  
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  • YouTube
    • How we use it
    • Searchable content
    • Familiar technology
    • How we use it, e.g. events
    • Reinforces message
    • Free
  •  
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  • Communication Reinforcement
    • Website
    • Events
    • Services, career help, jobs ads
    • Employer services
    • Professional associations
    • Faculty presentations & conferences
  • Results FY2004 – 771 Credit Hours FY2008 – 1,239 Credit Hours FY2004 – FY2008 increase of 60%
  • Lessons Learned
    • No silver bullet
    • Integrated marketing approach
    • Position statement & differentiation
    • Technology is not a savior
    • Little things make a difference
    • Need a champion
    • No overnight success
  • Lessons Learned
    • No silver bullet
    • Integrated marketing approach
    • Position statement & differentiation
    • Technology is not a savior
    • Little things make a difference
    • Need a champion
    • No overnight success
  •  
  • Dr. Greg Williams
    • Director & Clinical Assistant Professor
    • Univ. of Maryland
    • [email_address]
    • www.gregwilliams.net
  •